It can’t be easy selling airplanes for Boeing. It is a long selling cycle, you have to deal with large buying centers, and you have tough competition and powerful customers. And what if your hyped new product starts fires on planes — while they are flying! That can be a really hard selling job. That describes John Wojick’s job — he is Boeing’s top salesperson. You can read more in this article in the Wall Street Journal ”Boeing’s Top Salesman Works to Rebuild Customer Trust, Fend Off Airbus” (October 8, 2013, non-subscribers may need to click here).
The article offers insights into key account management — when customers are very large. Sales is a common route for many marketing students — and seeing what this salesperson does might help them better understand the often sophisticated nature of selling. We have also posted this at Learn the 4 Ps.
Are you working on your personal marketing plan? You should always be thinking about strategy for your current or future career. In the personal marketing plan, a key element of the promotion blend is the cover letter. This short Fast Company article, “Don’t Be Boring: How to Write a Cover Letter That Can Get You the Job” (September 4, 2013) will give you some tips.
A couple years ago Chipotle scored big with its animated video “Back to the Start” that championed natural food and farming and featured Willie Nelson singing the Coldplay song “The Scientist.” That viral video got more than 7.5 million views while clearly reinforcing the positioning Chipotle seeks in the market.
Check out Chipotle’s website and those of competitors like Taco Bell and Qdoba. How does Chipotle try to differentiate itself from these competitors? What is Chipotle’s desired positioning? Does this video and the video game help with that positioning.
Most marketing managers look for ways to get us to use more of their products. On the other hand, many power companies have programs designed to help consumers become more efficient users of energy — to use less electricity, gas, etc. This is good for consumer budgets, better for the planet — and with some regulatory incentives, it can be better for utility companies as well.
Alzheimer’s touches so many of us. I really like how the Federation of Quebec Alzheimer’s Society — in supporting its fundraising “Walk for Memories” — helps us understand what this disease really does. I found this to be a very powerful example of nonprofit advertising.
Kanye West knows branding? You betcha! He knows it well enough to get some good-natured chiding from Comedy Central’s Stephen Colbert. Colbert recently talked about Kanye West’s new line of clothing — which includes a $120 white t-shirt (now to me, it doesn’t look any different than the “Classic Hanes” which goes for $6 at Kohl’s). Of course you throw Kanye West’s name on it, call it the Hip Hop T-Shirt — and you can show your students the power of branding.
What do you think? Is Kanye’s brand worth more than $100? What makes this work?